Success Rests on Laurels of Good Service
Exemplary service gave a boost to companies such as FedEx Corp., United Parcel
Service Inc., Hewlett-Packard Co. and Target Corp, according to the third annual
corporate-reputation survey recently conducted by Harris Interactive Inc., an
online market-research firm. The results show that emotional appeal, followed
by quality of products, were the most important factors determining corporate
reputation. Johnson & Johnson, which has cultivated a powerful image as “the
caring company,” has held the number-one spot for three years running. Financial
performance, vision and leadership, social responsibility and workplace environment
also figure into the scores.
Moderator Comment: What defines good service at retail?
Consumers expect a basic level of competency in most
businesses and products today. A retailer that wants to actually create loyal
customers needs to address the perceived individual needs and wants of consumers.
Retail operators such as Stew Leonard’s and L.L. Bean have made customers into
fans with no questions asked return policies and other touches that personalize
the relationship between the retailer and consumer.
Fred Crawford, co-author of The Myth of Excellence:
Why Great Companies Never Try to be the Best at Everything, addresses this
subject in this Real Audio clip we found on First Matter’s site (www.firstmatter.com):